Fundraising Friday: Never Attempt to Educate in an Appeal

Anyone else love a good paradox?

Here's one:

"Even though the best fundraising appeals do educate, never try to educate in a fundraising appeal."

If you absolutely must educate in your appeals, do it through a story. Here's how:

1. Focus on the individual:

Tell a story about one person, family, or community facing a problem right now.

Instead of: "Homelessness affects thousands in our city."

Try this: "Meet John, a 45-year-old veteran who's been sleeping in his car for the past three months."

2. Be honest, not sensational:

Don't exaggerate, but don't gloss over real problems either. Find a balance where you communicate hard truths in matter-of-fact ways.

Instead of: "Children are starving to death every second from hunger!"

Try this: "In your community, one in five children goes to bed hungry each night."

3. Keep it simple:

Explain things in a way a 3rd grader could understand. No jargon or acronyms allowed.

Instead of: "Our NGO addresses food insecurity through sustainable agricultural initiatives."

Try this: "We help families grow their own food so they always have enough to eat."

4. Connect the dots:

Show how a gift can directly address the problem. Make it crystal clear and straightforward.

Instead of: "Your donation supports our multifaceted approach to poverty alleviation."

Try this: "Your $50 gift provides a week's worth of nutritious meals for a family in need."

5. Call to action:

Invite the reader to give and be part of the solution.

Instead of: "Please consider making a contribution to our organization."

Try this: "Give $50 today to feed a family for a week and help them break the cycle of hunger."

The Education Conundrum

I know what you're thinking, "But we have so much to teach about our cause!"

I know! You probably do. I get it. You are so passionate about this work. And it's so hard not to tell people #allthethings because you want them to know everything you know.

Just remember ... more knowledge does not equal more giving.

If you want to educate people (on the complexities of your problem or the logical framework behind the 27 steps in your solution), you can totally do that ...

Just don't try to do it WHILE you're inviting them to give.

You can educate AFTER someone gives when you're reporting back and sharing impact.

Or you can educate long BEFORE you invite them to give with videos, articles, and social media.

But don't do it in an appeal.

It's not necessary. It adds complexity. And it often leads to confusion.

Why This Approach Works

When everything else is equal, this approach works for at least three reasons:

1. Simplicity wins: Complex explanations often confuse and lead to less giving.

2. Emotional connection: Stories create empathy and motivate action more than facts alone.

3. Clear path to impact: People want to know their gift matters. Make it obvious how a gift will help.

The Million-Dollar Question

When you're writing an appeal, you have a choice to make:

Would you rather have more people understand what you do, or have more people give?

In an ideal world, you'd have both.

However, in a fundraising appeal, the focus should be on inspiring action.

If you get lucky and happen to educate someone too, great. But save the in-depth education for another time.

Remember, a successful appeal doesn't just inform. It moves people to act.